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Sending email campaigns to reach lapsed customers, engage new users, or simply to communicate what's new and valuable about your service? This fast-paced workshop covered the key elements that go into compelling, customer-centric campaigns—as well as how to measure your email program's success.
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CUSTOMER-CENTRIC EMAIL MARKETING
By Justine, Ros and Colin
#v2vemail
ROS CAMPAIGN MONITOR
COLIN CUSTOMER.IO
JUSTINE LITMUS
I DO: "Guide to CSS Support in Email Clients" and other great email design resources
I DO: Organize the Email Design Conference; manage our content and community.
I DO: Copywriting education, deciding what our product should do, helping customers send better emails.@yarrcat
@campaignmonitor @meladorri @litmusapp @alphacolin
@customerio
Slides, feedback and resources: http://litmus.com/lp/v2vemail
Why Should My Startup Have An Email Strategy?
Why Should My Startup Have an Email Strategy?
• Inexpensive
• Great ROI
• Increase engagement
• Build relationships
• People prefer to receive email
…
EVERY EMAIL NEEDS A PURPOSE
“SPECIAL DELIVERY!”
• WHO are you sending to?
• WHAT are you trying to communicate?
• WHEN is it appropriate to send the message?
• WHERE will the recipient read it?
• WHY are you sending this message?
• HOW does the recipient take action?
The Five W's
How do I not look like a spammer?
Permission is...
• Opt-in
• Not implied
• Not purchased
• Not forever
…
How do I not look like a spammer?
CAN-SPAM requires…
• A Physical Mailing Address
• An Unsubscribe Mechanism
• No Account Login
• That Unsubscribes are Fulfilled
in 10 days
…
"you recently created a
Litmus account…"
"you recently downloaded
our templates…"
"you recently ran a test…"
Permission Reminders
How do I not look like a spammer?
Emails are not
weapons of mass
destruction
What are the Most Important Emails a Startup Should Be Sending Now?
• Transactional
• Onboarding Emails
• Product Updates
• Newsletter
What are the Most Important Emails a Startup Should Be Sending Now?
…
Transactional
Cart/Signup Abandonment
Welcome Emails
Welcome Emails
Onboarding Series to Influence User Behavior
Don’t stop after people pay!
Email to:
Prevent Churn!
Help People Become Experts
Tell your team to do things
Newsletter
"G’day. I’m back in the hood. !
I was away for 2 solid weeks in the mega cities…that’s the longest stint I’ve been separated from my muses…being waves and surfing. !
Oh man…I love traveling but home is pretty darn good." - Aquabumps
Newsletter
"Phew! I've been waiting for you to sign up, Ros! It's great to have you along. Let me know what you think, OK?" - Balthazar
NEWSLETTERS HAVE INTIMACY
74%People who say that email is their preferred channel
… so why send boring email campaigns?
What Are The Key Elements in High Performing Campaigns?
What are the Key Elements in High Performing Campaigns?
…• Table-based HTML • Good subscriber experience • Strong subject line • Clear CTAs • Relevant messages
Table-based HTML + Inline CSS check out Ros’ killer guide: campaignmonitor.com/css
From name Subject line Preheader
Inbox
25% from name
25% subject line
50% preheader text
From name Subject line Preheader Open Tap/click
Inbox Email body
25% from name
25% subject line
50% preheader text
From name Subject line Preheader Open Tap/click
Inbox Email body
25% from name
25% subject line
50% preheader text
Page/site
Page/site
Hey
Hey = $2.6million
A GOOD CALL TO ACTION CAN MAKE OR BREAK
A CAMPAIGN
CALL TO ACTION
Free Trial See plans and pricing
CALL TO ACTION
Free Trial See plans and pricing
200% increase in signups
CALL TO ACTION
Start testing Read our overview
CALL TO ACTION
Start testing Read our overview
2x clicks
Test a hypothesis Content vs product High vs low commitment
Single CTA Emails FTW
21% of opens clicked 40% of opens clicked
+30% clicks
VS
Relevancy: Personalization/Geolocation
• Boston: 1,200 subscribers
• London: 2,500 subscribers
• San Fran: 1,100 subscribers
• General: 46,000 subscribers
!
Relevancy: Targeting using multiple data sources
Which Email Tools Should Every Startup Be Using?
• Transactional services • Newsletter services • Testing
…
Which Email Tools Should Every Startup Be Using?
NEWSLETTER TESTINGTRANSACTIONAL
How Do I Measure The Success of My Email Campaigns?
• Go Beyond The Click • Conversions, Buzz, Enquiries
…
How Do I Measure The Success of my Email Campaigns?
Conversions
Those spikes? Thanks, email.
Pageviews
Twitter mentions
Thinking beyond clicks, opens, conversions
• Twitter mentions • Unsolicited comments • Endorsements • Web visits • Blog comments • Anecdotal evidence • Interest from mainstream journalists
It's time to optimize!
Takeaways: Why should my startup have an email strategy?
• Inexpensive • Great ROI • Increase engagement • Build relationships • People prefer to receive email
Takeaways: What are the most important emails a startup should be sending now?
• Transactional • Onboarding Emails • Product Updates • Newsletter
Takeaways: What are the key elements in high-performing email campaigns?
• Table-based HTML • Good subscriber experience • Strong subject line • Clear CTAs • Relevant messages
Takeaways: Which email tools should every startup be using?
• Transactional services • Newsletter services • Testing
Takeaways: How Do I Measure The Success of my Email Campaigns?
• Go Beyond The Click • Conversions, Buzz, Enquiries
ROS CAMPAIGN MONITOR
@yarrcat @campaignmonitor
@meladorri @litmusapp
COLIN CUSTOMER.IO
@alphacolin @customerio
Resources: http://litmus.com/lp/v2vemailWe'll be at TEDC! http://litmus.com/conference
JUSTINE LITMUS
Thank you!
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